Consumer goods or services

A common approach to understanding customers is to use focus groups. They can help identify the most relevant communication research required, the information that is needed, and how it can be used in marketing. Suggest how focus groups might help a business launch a new fast-food chain.

Make a list of five consumer goods or services that are segmented on the basis of age. Are there actual differences in the product or service attributes? Are there differences in how they are marketed? What are those differences? Do you think using a different marketing approach has worked?

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